Entrepreneurship In International Contex

Core Text(s): Burns, P., 2010. Entrepreneurship and Small Business: Start-up, Growth and Maturity. Palgrave Macmillan. Jones, M. V., Dimitratos, P., Fletcher, M. and Young, S., eds, 2009. Internationalization, Entrepreneurship and the Smaller Firm: Evidence from around the World. Edward Elgar Publishing. Recommended Reading: Barringer, B. and Ireland, D. Entrepreneurship: Successfully Launching New Ventures Global Edition Pearson Osterwalder, A. and Pigneur, Y. Business Model Generation: a Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons. Stutely, R. The Definitive Business Plan: the Fast-track to Intelligent Business Planning for Executives and Entrepreneurs. Financial Times/Prentice Hall. Bessant, J. and Tidd, J. Innovation and Entrepreneurship. John Wiley & Sons. Stokes, D. and Wilson, N. Small Business Management and Entrepreneurship. 6th ed. Cengage Learning. Coviello, N. E. and McAuley, A., 1999.

Running Head: ENTREPREURSHIP IN INTERNATIONAL CONTEXT
Entrepreneurship in International Context
Name of the Student:
Name of the University:
Author Note:

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Company description
As compared to the functional aspects that are associated with the respective organization
Little soap Company limited situated in UK was incorporated in the year 2008. The respective
company is private limited on a complete basis under which they are actively involved under the
part of manufacturing soaps, beauty products and detergents. They generally give more
emphasis under the area of producing luxurious variety of natural soap which is made out of
fresh ingredients which are 100% pure. This is considered to be the core reason behind the
growth and sustainability of the respective brand in the market of United Kingdom.
According to the market operation factor associated with the company little soap, they generally
offer soap products which are 100% organically natural. On the other hand, compared to the
beauty products related to the respective organization, their skin care products are
completely produced and manufactured out of pure and fresh organic ingredients which
are perfect for any skin types related to different ages.
The other major category of products associated with the company is related to the
manufacture of soap varieties for pets. Some of the core major success factor associated with
the respective organization is based and is related to the part of introducing advanced and
innovative mode of innovation to their current product varieties on a regular basis (Tangus and
Omar 2017). This strategy adopted by the company has helped to attract more customers
towards the brand along with gaining effective mode of competitive advantage over their
competitors in the market of United Kingdom. Th key mission and objective of the organization
in their current and future market operation is associated with the system of manufacturing and
producing pure and fresh natural soap product varieties which can be more accessible to
every age groups.

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Market Analysis
The target market selected for the expansion of the respective organization Little Soap
Company is New Zealand, where it is understandable that the market of New Zealand is
considered to be the better and advanced platform for introducing start up business operation and
shifting the current business functioning to adapt competitive strategies in the future. The current
economy of the nation generally gives more emphasis under the part of conducting export
function associated with traditional goods, forest products, agricultural products and fruit and
vegetables towards different part of nations which are actively involved in innovative business
operations.
The other most beneficial part for expanding the business in New Zealand for the Little
Soap company can be that, the nation is actively associated and is involved in the part of
international business on a complete basis. However, under all aspects it is considered to be a
better opportunity for business sectors to adopt effective competitive strategies in the market to
remain more sustainable in the future.
According to the Little Soap Company which is situated in the market of United
Kingdom, any business related to the market of UK have strong and advanced scope under
the market operations related to New Zealand. UK and New Zealand are considered to be
antipodal only under geographical sense (Barringer 2015). The other major part related to the
market expansion of UK business in New Zealand can be that still under the part of Common
wealth, New Zealand generally shares their legal systems, financial standards and business
etiquette with UK.

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Local market associated with the respective nation is completely regulated where
this respective factor guarantees stability for the business organization which expand their
operation under the New Zealand market.
The market of New Zealand generally has free trade on an extensive basis where
there is also strong government support in the part of investments. The competitive and
open economy of the nation is also corruption free. Local community of the nation is well
educated, famed and reliable for creativity. In order to remain more sustainability and
competitive advantage in the future New Zealand can be the best option market for little Soap
company to undertake their operation further on a successful manner.
Market Product Segments
Under this respective part, for little soap company as they generally have wide range of
product varieties which are related to soap products, detergents and beauty products. These
products under all terms may have different price varieties based on their quality of luxuries
(Lukianchuk 2015). In this particular condition while expanding the business in the market of
New Zealand, it is important for them to give more emphasis under the area of product
mechanism function which can help them to distribute the risk of selling products associated
with high cost across different mode of target markets.
The core major part of strategy required to be adopted by the respective brand must be in
the part of setting different price varieties for the available product categories to different
market-based segments. The beneficial factor enhanced under this respective part for the brand
Little Soap Company can be that in the new market operation through one segment of product
category of the brand may enhance weak operation another segment can respond in a better way

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apart from expectations (Aggarwal, Anand and Yadavalli 2016). Thus, in order to understand the
actual market, it is important for Little Soap Company to increase the actual value and volume of
the product varieties to undertake adaptive operation in the current market to remain more
competitive and market oriented in the future.
For example, compared to little soap Company they manufacture beauty soaps for men
and women, along with this they are involves in the part of producing pet soaps. Charging
different price varieties for the associated products can help them in the part of maintaining
stable competition. Sometimes, if the demand of pet soap falls, beauty soap products on the other
hand can gain higher demand in the market of New Zealand.
Market Trend Analysis
As compared to the current trend associated with the market of New Zealand regarding
certain areas associated with the part of beauty and personal care products. It can be identified on
a complete basis that.
 A complete shift from the area of old-style beauty to wellness and health has been
regularly observed in the market of New Zealand with certain brands which generally
attempt in the part of offering products that are considered to be the mix of wellness and
beauty (Burns 2016). The demand for certain brands which provide organic and natural
products associated with beauty and personal care are high in the market of New Zealand.
 In the year 2018 personal care and beauty products in the market of New Zealand were
led by several multi national organizations such as Estee Launder and L’Oréal which
were successful in the part of sustaining their operation through introducing innovations
and offering better experience for customers through their qualitative service.

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 In the year 2018, New Zealand witnessed certain factors which were associated with the
introduction of new products under the category of personal care and beauty (Oh and
Hwang 2018). Due to abundance associated with the business online, also the growing
trend related to wellness and health, consumers in the market generally seek higher
transparency in the part of trying new and innovative products which are completely
fresh and organic.
 It is understandable that, in the market of New Zealand personal care and beauty products
are expected to have technological advancements ranging form the part of distribution to
product offering system where this will help the market function and operation to remain
more competitive in the future.
As compared to Little Soap company, as they are generally involved in the part of
manufacturing beauty and personal care products with 100% fresh and organic ingredients,
compared to the market trend of New Zealand regarding the respective product categories
(Lim and Lee 2015). It can be an advanced platform for them to adopt innovative mode of
strategic operation with their current natural product varieties in the current and future
competitions. Customers are completely health oriented under which they generally give
more emphasis on certain products associated with beauty and personal care which are 100%
natural and organic. This can help the brand to enhance higher demand in the market of New
Zealand through attracting the customers with their available product categories related to
beauty and Personal care.
Opportunities for Little Soap Company
As compared to the factor of opportunities associated with the brand Little Soap
Company, through the respective expansion strategies adopted by them in the market of New

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Zealand. As the customers of New Zealand generally give more emphasis of certain products
related to beauty and personal care that are completely made of 100% organic ingredients. It can
be better opportunity factor for the brand to attract and gain new customer base along with
selling their available product line through numerous sales channels. On the other hand, selling
new and existing products in the newly expanded market of New Zealand can be a better
platform which can enhance them in the part of increasing their retail business on a complete
basis. Adopting more competitive and innovative strategies in the new market can help the brand
in the part of developing adaptive mode of sustainability and competitive advantage in the
market over their competitors.
Threats for Little Soap Company
Some of the core and major part of threat which can affect the organization in the newly
expanded market can be completely associated with certain factors that are related to business
risks, ineffective management, instability and financial loss. As compared to Little Soap
company this respective threat factors can create a rapid impact on their growth factor of
business as they are new to the market and are not much aware about the current competition and
market environment of the respective nation (Dimitratos et al 2016). This can create a rapid
affect on their production and services which are planned to be rendered in the current and future
operations. On the other hand, compared to other major competitors like Estee Launder and
L’Oréal in the New Zealand market, it can be a difficult part for them to remain more persistent
in the part of gaining customer trust, value and demand on their current products.

7ENTREPRENEURSHIP IN INTERNATIONAL CONTEXT
Consumer Segmentation
As compared to the consumer segmentation factor associated with the market of New
Zealand, it is important for the brand Little Soap Company in the part of adopting consumer
segmentation factors through different consumer typologies. Some of the major four macro
categories required to be considered under this respective part are mentioned below;
 The first and foremost part is related to traditional consumers, they are considered to be
the core part of consumers who generally give more emphasis on developing purchasing
behavior of beauty and personal care products through reading magazines and other
medias. They are well focused on their financial capability in the part of purchasing
quality products. It is important for the company to provide quality products at affordable
and reasonable rate to reach these categories of consumers.
 The other part of consumer category required to added is associated with new entrants
who generally prefer to try new products associated with personal care and beauty.
 The other category of consumers, which the company must target can be those who are
beauty addict and beauty conscious on a complete basis.
 The other major category may include beauty artist or beauty expert. In order to attract
this respective category of consumers, it is important to adopt innovative product
varieties and categories which may influence them to purchase the product based on their
interest and opinions.
Target Market Selection and Profiling
As compared to the part of expanding the business operation in the market of New
Zealand based on the available category of product segments selecting a suitable and appropriate

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target market can enhance the company to establish strong and innovative growth in the current
and future competition.
For the available beauty care products, the target market can be male or female of 20 and
above age groups of New Zealand living in any urban or semi urban areas those who are
completely adapters, extrovert from upper and upper middle-class families. Along with those
having the life style related to health consciousness, innovator and are completely value oriented.
For personal care products, the age group may range form children to adults of any age
depending upon their needs and preferences. The other major part of target market is family
members with pet animals for example Dogs, as they also produce soaps categories for pets.
Buyer Behavior
According to the market of New Zealand, compared to the category of beauty and health
care products customers are completely health oriented and mostly prefer to purchase products
which are fresh and organic under all aspects (Castiglioni, Castro and Galán 2015). Customers in
the respective market prefer to try new and innovative products based on beauty and personal
care depending upon their quality and affordability. In this particular segment and behavioral
part associated with the buyers of New Zealand this can be an adaptive platform for Little Soap
Company in the area of gaining strong competitive advantage in the market through their 100%
organic available product categories related to beauty and personal care products.
Cultural Theory
Cultural theory under all aspect is considered to be the branch associated with
comparative semiotics and anthropology which generally gives more emphasis under the area of

9ENTREPRENEURSHIP IN INTERNATIONAL CONTEXT
defining and evaluating certain factors related to heuristic idea of culture in the area of operation
and other scientific terms.
With the application of cultural theory under the part of Little Soap Company, it is
identified that with the adopted expansion strategy in the market of New Zealand. Along with
facing some positive effects, the organization may also face certain negative factors in order to
develop stable operation in their current functioning’s. In the introductions stage there can be
certain barriers associated with the language. Under the business context, it can be stated there
can be strong mode of complexity in the area of adopting innovative pricing strategies for the
brand for their products. It will take some time to make the products bring a better reach in the
customer minds through their market performance and value orientations. Market culture related
to the business can be completely different where the company can face strong competition with
the existing competitors of New Zealand based on the respective industry.
Reflective writing
According to me while preparing the study, I had to face certain positive and negative
factors in the part of making this more understandable and effective. The positive part was
where, I was able to understand and gain adaptive knowledge about certain strategies based on
the system of expansion function. I was able to understand how and where suitable theories
associated with expansion strategies are required to be implemented to make the project
clearer and more conceptual.
The data collection part, according to me was a difficult segment where certain
information regarding the application of expansion strategies in the business operations were
much complicated and was not at my understanding level. In order to gather more advanced and

10ENTREPRENEURSHIP IN INTERNATIONAL CONTEXT
innovative mode of information as per my level of understanding, data was collected from
various academic and scholarly sources. After the successful completion of the study I learned
how to collect data and required information from suitable sources, along with this it also
improved my critical thinking and problem-solving skills. This also helped me in the part of
developing certain qualities based on identifying a theory or concept and making notes for the
same as per requirement. The complete task was requirement oriented, this helped me to evaluate
and understand the actual requirement and present solution to same accordingly. This also
improved my communication and learning skill, which will also benefit me in the future while
performing further projects.

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